  LEGO Almost Went Bankrupt. These Heroes Saved Our Bricks. How a brain tumor inspired Bionicle, one of the most popular toys of a generation. By David Lumb
In 2003, LEGO seemed to be riding high after shrewd licensing deals brought Star Wars and Harry Potter sets to the masses. But unbeknownst to many—even those inside the company—sales were plummeting, and there were only guesses as to why.
Some blamed poor strategic choices in the 1990s—Legoland theme parks, forays into digital products—for LEGO's hemorrhaging. All that misguided development time slashed profitability, and even Star Wars and Harry Potter sales shriveled between movie releases. It's hard to conceive of now, but at the turn of the millennium, beloved LEGO might have been headed toward a pitiful end.
During this fallow period, one product line stood apart with startling, consistent success: Bionicle, a series of buildable action figures backed by rich worldbuilding and cross-platform promotion. Inspired by co-creator Christian Faber's battle with a tumor at the base of his brain, the toy warriors of Bionicle wouldn't just conquer their fictional enemies. They'd pioneer innovations that would transform LEGO and rescue the company from possible doom.
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Minggu, 21 Juni 2020
LEGO Almost Went Bankrupt. These Heroes Saved Our Bricks.
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